Bacardi Global Travel Retail has been rolling-out of its latest innovation, Patrón Cristalino, at several key airports across the Americas, with Cancun International Airport as the flagship location. Patrón Cristalino is also featured at the region’s key airport hubs, including Miami, Los Angeles, New York, Mexico City, Panama and Bogota. At Cancun International Airport, an […]
Patron
Bacardi GTR speeds up Patrón travel retail business with Formula 1-themed pop-up at MIA
Bacardi Global Travel Retail revved up its Patrón business at Miami International Airport this spring with a high-octane activation in partnership with Duty Free Americas celebrating the brand’s role as official Tequila partner to the Oracle Red Bull Racing team and timed to share the excitement of the Formula 1 Miami Grand Prix. As the Tequila partner of […]
Bacardi creates “Hacienda Patrón” with signature Tasting Bar at Cancun airport
“Largest brand activation undertaken since Patrón Tequila joined the Bacardi portfolio in 2018” Bacardi Global Travel Retail has launched a Patrón Tequila tasting bar at Cancun International Airport designed to create a “home away from home” experience reminiscent of Hacienda Patrón in Jalisco, Mexico. The signature bar is the center-piece of a 5-year collaboration between […]
Bacardi to acquire Patrón Tequila for $5.1 billion
Family-owned Bacardi Limited announced today it will acquire 100% of Patrón Spirits International AG and its ultra-premium Patrón brand. The transaction, which is subject to customary closing conditions, follows the successful relationship the companies have had for nearly a decade since Bacardi’s initial acquisition of a significant minority stake in Patrón in 2008. The transaction […]
As Patron’s distribution grows, the ultra-premium tequila focuses on presentation and position
Patrón Spirits International is riding the popularity of tequila around the world as it enjoys double digit growth across its tequila portfolio. The latest data from IWSR predicts that global volumes of tequila will grow by 7.1 million nine-liter cases over the next five years, with its largest gains in the U.S. market and additional […]
Patrón Spirits introduces Special Edition 1-Liter bottle in Travel Retail
Patrón Spirits introduced a special edition 1-liter Patrón Silver tequila bottle, new for duty free, at the 2016 IAADFS Duty Free Show of the Americas. Patrón Spirits is discontinuing the 750ml and 700ml core Patrón tequila and liqueur bottles in global travel retail, replacing them with the 1-liter size bottles. The exclusive collectors’ edition bottle […]
Patrón Tequila searches for 2016’s ‘Margarita of the Year’
Ultra-premium tequila Patrón has embarked on a pursuit to find the best margarita, and has launched the “Search for 2016’s Margarita of the Year.” The program began on National Margarita Day (February 22), and the winner will be announced in late April, in time for Cinco de Mayo. Patrón, the global leader in the 100 […]
Patrón tequila fetes its Mexican heritage with Limited Edition collector’s tin in Duty Free
Patrón tequila is celebrating its Mexican heritage by introducing a limited edition collector’s gift tin for Patrón Silver tequila which will be available in duty free stores globally. “Though Patrón is enjoyed across the world, every drop of our tequila is produced in the town of Atotonilco el Alto in the picturesque Jalisco Highlands in […]
Patrón tequila: crafting a new ultra-premium spirits category
The perception of tequila has shifted drastically over the past two decades. Its image has evolved from a harsh shot college students ritually chugged with salt and lime, to a smooth sipping spirit enjoyed neat or on the rocks. Patrón, the world’s first ultra-premium tequila, has played a large role in transforming that image, helping […]
Patrón’s first-ever hire –Burt Stewart –– retires
Patrón’s Burt Stewart, a familiar face in the Canadian duty free industry and the first person ever hired by Patrón, is retiring at the end of February. Stewart, now Patrón Vice President, Regional Sales, has held numerous roles for the company that became Patrón Spirits and takes enormous pride in how much the company has […]
